Meet Only This, The New Skincare Brand Dropping With Just One Product
Skinimalism has been on the rise since it first entered the beauty lexicon more than five years ago, and it’s a trend showing no signs of slowing down. With routine fatigue seeming to be at an all-time high, more brands are embracing streamlined formulas, multitasking products, and the idea that good skincare doesn’t have to involve complicated, multi-step routines. The latest to join the movement is Only This, a new British skincare brand that has launched with just one product.
The brand was founded by Sara Al Murad, who brings more than 20 years of beauty industry experience, including running her own women-only spa. After countless conversations with clients in the treatment room, she noticed the same frustration coming up again and again: people wanted skincare that was effective, gentle, and easy to stick to, without the overwhelm of an extensive routine.
Her answer is the Plump, Lift & Glow Serum Cream (£68), an all-in-one formula designed for the face, eye area, and neck. Combining the potency of a serum with the comfort of a moisturiser, it’s powered by the brand’s proprietary Restoractive Natura Blend. The formula was developed over three years in the UK alongside specialist formulators and manufacturers with a focus on natural, plant-based, ethically sourced ingredients.
To support its one-step approach, Only This has also released clinical results from a 12-week trial. Between weeks four and eight, participants saw a 20% improvement in the appearance of wrinkles, 30% smoother-looking nasolabial folds, and a 20% reduction in visible pigmentation, alongside improvements in skin texture, pore appearance, and redness.
By week 12, the results had improved further, with wrinkle visibility reduced by up to 33%, pigmentation decreasing by up to 58%, and skin elasticity increasing by up to 48%, contributing to a firmer, healthier-looking complexion.
The Plump, Lift & Glow Serum Cream is available now from onlythisbeauty.com, shipping across the UK. There’s currently no word on a US launch.